Alternative market research methods
Subtitle: market sensing
By: edited by David Longbottom and Alison Lawson
Publisher: Routledge
Published: 2017
Language: eng
Number of pages: 312
ISBN-13: 9781138843721; 9781138843714
Subjects: Methodology; Qualitative research; Marketing research; Consumers; Research
Notes: Includes bibliographical references and index.
Table of contents: title: Theoretical underpinnings for market sensing; title: Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom; title: The qualitative research process part one : strategy, planning, and data collection / David Longbottom; title: The qualitative research process part two : data analysis and data presentation / David Longbottom; title: Marketing research methods for market sensing; title: Market sensing using images and emotional scaling / Charles Hancock and David Longbottom; title: Discourse analysis: using talk and text / Lesley Crane; title: Consumer ethnography / Ian Churm; title: Social media networks : on-line data sources / Annmarie Hanlon; title: Using narrative and story telling in research / Alison Lawson; title: Gamification : using game technology for marketing research / David Longbottom and Kuldeep Banwait; title: Understanding customer journey through the prism of service design methodology / Polina Baranova; title: Presenting your research and research ethics; title: Communicating your research / Alison Lawson and Maria Potempski; title: Research ethics / Simon Dupernex.